1. Define the types of customers in the travel and tourism industry.
2. Analyse the effectiveness of customer service and the use of quality systems in the travel and tourism industry.
3. Examine the solutions of customer queries’ and complaints in travel and tourism.
The travel as well as the tourism industry is the one of leading as well as fastest growing industries in the UK. It is the largest growing global service industry. Ryan Air was the first budget airline in Europe; it is represented after the successful US low-cost transporter. Ryan air is one of the oldest as well as most flourishing low-cost airlines of Europe. The travel and tourism industry in the US were estimated to contribute by 2025, more than 2.5 trillion US dollars. Tourism is travel for enjoyment, also the assumption as well as the practice of touring. As a service industry, tourism has various tangible and intangible elements. Tourism is important for many countries, due to the earnings produced by the utilization of goods as well as services by tourists.
Types of customers in travel industry
The word ‘customer' is a memorable wide one. Here are some examples to show that how many types of customers are there in the travel industry. Suppose, the challenge when compacting with an individual customer is to modify your business's facilities to their needs or requirements and apparently happy customers are possible to revisit (Robinson 2009). There are group customers, whether the group in question is a family or a group of cricket followers, it is essential to know its necessity. Sound-public talking expertise is required dealing with large groups of people. The customers of the travel industry are also of different cultures. For a time, when people of different cultures appears to be impolite or unusual towards us, it might be because they are stating themselves in such a way that we are not at all used to. Thus, your task should be open-minded, not to affront or be offended by intellectual differences as well as the consciousness of what those distinctions will positively help. In the travel industry, there are people of different ages, some areas of the industry are device towards an exact age variety. Frequently, customer service mainly deal with a whole variety of ages, and this means assessing what necessities people are likely to have and also paying attention to their demands. It is also a good way to accomplish customer service by anticipating what people wish for (Walker and Harding 2006). There are also Non-English speaker customers, as it is easy to treat with people who don't speak English. There are customers with specific needs. Many times, in our daily lives we may have exceptional requirements when using relaxation as well as tourism facilities. Some tips to show how to deal with such requirements, restricted mobility, Visually Impaired customers, and Hearing impaired customers. There are business people, who are attending a meeting; those people require services more than the other customers. External customers are the people that we habitually use by saying the word ‘customers.' These people bring profits that maintain such companies are floating. External customers are so happy that they revisit our business and tell others, how good it is. In the same way, internal customers are the people that work in an organization to furnish products and services (Camera and Kim 2013). These types of customers are straightforward to look as well as they are taken for granted.
Effectiveness of customer service in tourism
Customer service is unswervingly related to tourism because travel industry is mainly based on money and with no customer there is no income. Excellent customer service is required in every part tourism either it is a restaurant, hotel, flights and so on. In spite of how rude and demanding the customers can be, but it is crucial to keep a good attitude and friendly behavior to the customers. The Ryan Air company highlights a strong customer service as to those customers who get service from this company are more likely to revisit for their future travel planning. Thus, if the traveler gets good service from this airline company, then he will be considered as a typical customer with the exclusive service provider. Poor customer service can spoil the Ryan air company's reputation. If the customer gets bad experience from that airline, then he will neither revisit it again nor will he advise anyone to use this airline (Hunter-Jones 2016). So, directly that supplier will lose that customer income in future. Thus, customer plays a crucial role in Ryan air company and to every tourism industry. Good customer service provides more opportunities for trade for the service provider. Some keys to good customer service are, to understand customer need, to make the customers feel special and to compact with them patiently. Thus, customer care is the willpower of the Travel Industry.
Benefits that improved customer service of Ryanair
The benefits that improved customer service of Ryanair is in the following ways:
Customers get pleasing and quality services from an organization they learn to discuss it in their social network that leads to straight publicity (Qualified service provider (agency provider) handbook 2012). Thus this is the best way to promote the business products and services. Response from consumers means increased sales that ultimately lead to satisfaction of shareholders. They tend to invest more in the organization. Better service can increase the business growth. Quality service helps in growing client support, but comprehensive customer service is the input to maintain clients and stand out of the mass.
Encouraging consumers for reaction and remarks is a vital part of quality customer service. Consumer's feedback for considering the power and weaknesses is possibly the best way to appreciate the outlook of consumers and approve successful business strategies.
Customer service can provide business owners a serious learning incident to understand the vibrant of the corporate world (Cadman 2003). It also keeps up with the newest business trends.
Customers can significantly decrease the risk of business failures and losses.
Customer satisfaction is crucial for an organization. If the customers are happy, then the investors and business partners will be happy as well. Trust of the shareholder can be gain by appointing a strong client to enlarge the business opportunity. Higher profits and good sales can offer a good salary to the employee and extra spring up, thus falling employee income.
Client pleasure directly controls the working environment of business organizations (Allen 2011). With reduced stress of meeting goals and economic stability, employees can work in a relaxed community atmosphere, thus cheering them to work to their highest capability.
Improved efficiency is also crucial for customer service for the benefit of the business.
Use and importance of quality system
Ryan Air airline was founded on 1985. The company's headquarters are in Dublin, Ireland. It is a low-cost airline in Ireland. Ryan air's route system provides twenty-eight countries in Europe as well as Morocco (Johnson and Gustafsson 2000). This airline has been characterized by its quick growth, a consequence of the deregulation of the airline industry in Europe in 1997 as well as the achievement of the low-cost production model. Thus, good quality services as well as products decrease the charge of rework, objections, and waste and most probably, returns, causes satisfied customers. It is noted that high quality always considered as the most important aspect of an airline industry. The important assurances of Ryanair, are like, to provide every customer with low fares of flights, to inform the customers of known cancellations, delays as well as distractions to react quickly to customer's demands as well as complaints and provide timely repayments. Ryan air is found making skillful use of its passenger service feedback to stimulate its employees to make them feel proud as well as give confidence them to develop their works. Ryan air has a recognized as well as general quality and safety management system. It is associated with the company's purpose and calculated direction (McAllister and Duplisea Daniel E 2012). It is articulated as the organizational aims as well as ambitions, processes, policies and resources that required executing and maintaining it. Hence, the quality system has tended to come together with sustainability programs, as both the customer's satisfaction and investors are increasing together with this factor. Ryan air has thus modified Air Travel for all of us. The quality system is very much important for any industry or organization (Knox 2002).
The RATER model is very useful for customer handling. This helpful tool emphasizes the areas that you want to concentrate on to supplying excellent customer service. This RATER model is used to improve the service of the Ryan Air customers. Hence, customers can be internal as well as external to the organization (Kim 2009). So, this model is appropriate for a broad range of situations. The RATER model was invented by professors Valarie Zeithaml, A. Parasuraman, and Leonard Berry, and available in their 1990 book, which is "Delivering Quality Service". The model shows areas that customers believe to be essential when they use a service. These are, firstly, assurance that is the skills and knowledge of the staffs and also their capability to utilize this expertise to motivate faith and confidence. Secondly, the reliability is that your capacity to offer the service you has promise assured continually, accurately as well as on time. Thirdly, it is tangibles that provide the physical confirmation of the service (Kerin 2006). That can be employees, offices and marketing substance that are used. Fourthly, it is empathy that is the relationship between the customers and the employees. Fifthly, it is responsiveness that is to provide a fast and excellent quality service to the customers. Thus, by concentrating these areas, one can improve the service. The fine way of utilizing the RATER model is to car take a Gap Analysis. For doing a gap analysis, one has to classify five areas. That are the future state that is the place you want to provide a service, the current situation that is how one at present offers a service and lastly, the next action that is how you will shift from your current situation to future state. The RATER model believes that customers estimate the service quality of a firm by contrasting their awareness with their anticipations (Tivers and Rakic 2012). This model also allows trade to develop a personal service incompatible by scrutinizing the customer data. Thus, this model mainly focuses on discriminating the customer's experience with the customer's expectations (Gilioli Rotondaro 2002).
Impact of RATER model on Ryanair Company
RATER Model is helpful to attract the tourists to the areas that will offer large customer service. The model highlights five districts for the customers that they think to be significant when they use a service (“Ryanair” 2015). Those are reliability, assurance, tangibles, empathy, and responsiveness. It is a model for telling customers service. Ryanair Company cannot make up to the grade when it comes to taking care of the customers. The direct relation between the customer and service comes as no big surprise. Customer's hope remains comparatively low when it comes to Ryanair. The impact of RATER model is great as it helps the company with many facilities and strategies. The model highlights the customer to have the ability to supply the service on time. Knowledge and skills should be there on the staff. Loyalty is also a crucial factor. The relationship between the employees and customers should be good. They must have the ability to offer high-quality service, and response should be good. Organizations are dependent on their customers. If they do not build up trust and satisfaction, then they might lose their customers. Their demands and likings of various products and services are a matter of concern for many business areas. Service suppliers are predictable to be the skilled of the service they are delivering. Customer alertness is essential to check that the employee's badges or buttons are worn, to put certifications into posters, newsletters and hand over. Contributor employee must be taught how to interact with customers and their end consumers. Short session throughout direction sometimes help. Customer gap can be build if there is the difference between the expectation of services and management. Communication is another factor in customer gap (Rosner, Halcrow and Levins 2001). They may fell to communicate with the management. Company strategies may fail to retain customers and make stronger relationship leads to the gap. Complaining of the people and developing new strategies for service breakdown are the major factors. Correct service design should be chosen, and arrangement of the product should be made (Schermerhorn 2005). Company understanding of customer potential is essential. Service performance and delivery the product in right time is required. Otherwise, it's responsible for the gap. Employees must be fit for the job. Poor technology, improper supervisory control systems and lack of teamwork create a gap. Advertising, sales force, and communications which the customer reviews a company's service quality should be matching. They should make sure that all the company's outside messages are confirmed for the delivering as promised. Not providing the service as being supposed can be the only gap from the customer. The cost of price is also the most important factor. RATER model is to determine the point of customer satisfaction with an organization (Dukkipati 2005). Compared to its competitors it can be used on a usual source to track customer observation of service quality of a firm. It offers the opportunities for a firm to charge its service value performance by each measurement independently as well as the overall size.
Strategic management levels for Rater model
Customers have the elasticity and awareness of the uppermost level of management fitness. Their motive is to offer the best-specialized services and products to the clients in a positive environment (Birkinshaw 2004). They notice on the client needs through recognition and enlargement of an extremely experienced professional staff and a communal environment devoted to present greater quality human resources for all the services.
Strategic Management is needed for RATER model to be utilized successfully. Business strategy is useful for ensuring profitability with organizational purposes. Formulating business plans for generally expansion and achievement of the top and key line abundance. Handling by and large business operations for applying sound business strategies of sales targets. The management considers the full possible of a business and openly links between the business objectives and resources required to accomplish them. Intention possible business areas and discover each market for rising fear and opportunities. Enlarge a business model that will valuable distinguish the company from its competitors. Strategic budgeting is serious for useful company presentation management. Many organizations fight back to come to hold with confronting of efficiently coordinating and managing this important organizational method across the various useful areas of sales, operations, and finance. Finance professionals and businesses managers must work close together to make the victory of the organization (Bodie and Merton 2000). There is a common understanding of the strategy and final economic outcomes of the organization.
After going through the whole project it can be said that there are many things that can be changed in Ryan air. There are some people who have complains about Ryanair. They have raised the issues of passenger satisfaction, luggage settlement problem; also they have claimed that sometimes there are issues like misbehavior at the attendant and extra money charge. So according to the global point of view, travel and tourism are mainly based on the satisfactory feedback of the customers who are using the service of the organization. If the level of satisfaction lacks then this will be regarded as a blunder for the organization. Moreover after all the surveys and research upon the organization it must be concluded that Ryanair is doing a great job in the domestic circle. The main recommendation is to take a step forward to initialize the international service. One can expect Ryanair to be in the list of top flight companies if the above problems are taken care accordingly.
Thus, from the above points, we can conclude that the tourism industry has gone through the vast growth of unusual nature more than the last some decades. Thus, the travel and tourism industry will develop the company's position in the market. It is mainly modified to the enterprise's specific organizational circumstances as well as its market atmosphere. Ryanair's primary focus is for those people who mostly travel for personal purposes. This company is price-responsive with a lower earning level and also with an excellent customer service. Thus, flying has developed a lot with high-quality service. Therefore, customer satisfaction develops business tools. It is important to understand that the customer will not protest, and this will vary from one industry to another. Ryan air has done the client satisfaction work with great care as well as because of the tourism and travel industry has achieved great success in their company. Thus, customer satisfaction will become an influential planned trade development tool.
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